Our Gorge: Their Summer Destination..!

Look! Behind you… it’s Multnomah Falls!

Thanks to being one of the country’s original motoring routes, countless automobile ads have been filmed along the Mount Hood Loop Highway over the years. Usually, our world-class scenery is little more than an un-credited extra in the casting, though always a welcome affirmation of the national park qualities of Mount Hood and the Columbia Gorge!

But this summer, two new ads from Infiniti get more personal with the Gorge as “your summer destination”. True, it’s the luxury Infiniti G Sedan (and the affluent buyers they are courting) that the company has in mind, but like few ads before it, these 30-second spots use the Gorge setting as the main selling point. They’re fun to watch for local Gorge enthusiasts, especially some digital slight-of-hand for the sharp-eyed.

Cruising Waterfall Alley

The first ad opens with a stylish 30-something couple in a contemporary art gallery, admiring a metal sculpture. Behind them is a rather nice abstract painting of Multnomah Falls, featuring the Benson Bridge (was it created for the ad?).

After a brief daydream involving a cruise ship and spritely grandpa running by in a red Speedo, the couple turns toward the painting behind them and proclaims: “Let’s go on vacation there!”

Ah, now you see it! Nice painting, too…

Cut to a lovely summer view of Multnomah Falls and Benson Bridge… and a car zipping across the pedestrians-only bridge…? Clearly, a driving maneuver made possible through the miracle of computer generated imagery (CGI), but fun to see for those who know the location!

Look out, pedestrians! Luxury sedan coming through..!

Before your eyes can zero in on the car atop Benson Bridge, the scene cuts to the same car coming across the similarly arched Shepperd’s Dell bridge. For the national audience watching this ad, the two bridges do appear to be the one and the same, adding to the fun for local Gorge aficionados who know better.

Aren’t you going to slow down for the waterfall..?

From Shepperd’s Dell, the sleek new Infiniti now passes in front of Horsetail Falls as the fine print appears: “Professional driver. Closed course. Do not attempt.” Good advice… especially if you still owe on your $37,000 luxury sedan!

Nope, not stopping at this falls, either…

Next, the ad cuts to a section of historic highway that appears to be just east of Shepperd’s Dell, with a verdant green forest canopy reflecting off the hood of the well-polished Inifiti. A squiggly “sharp turns” sign completes the scene and message: sure, it looks like a sedan, but it drives like a sports car!

That squiggly arrow means “go faster”, right..?

Then, another abrupt U-turn, and we complete the high-speed tour of Waterfall Alley with a spin around Crown Point. The colors and river level in the background show this scene to have been filmed in the peak of spring in May or early June, under overcast skies, as were the previous clips in the sequence.

Hey, you’re speeding past a world-class viewpoint..!

The exception is the opening Multnomah Falls shot — the only clip without an actual vehicle operating in it. This clip appears to have been filmed later, possibly mid-summer, and clearly under sunny conditions, too. Could this be a stock video clip with the CGI added?

One of these ads would be fun enough for local Gorge junkies to study, but a twin ad filmed in the eastern Gorge is equally intriguing. This commercial begins with a somewhat younger 30-something couple (the Infiniti G is apparently an “entry level” luxury model… hmm…) this time admiring a mysterious coffee table book in an upscale bookstore (is this a film set, or real location..?)

Definitely not Powell’s, but the book looks interesting…

Like the first couple, this pair daydreams of a tropical vacation (on Bora Bora), then comes to their senses when a coconut thumps the hood of their hyper-polished Infiniti sedan. Startled from their daydream, they take a look at the two-page spread in the huge art book before them and proclaim: “Let’s go here!”

…now the book looks REALLY interesting!

The colossal book looks like it must be a custom-made prop, but does have a caption running down the left side that describes driving this scenic route in Oregon — perhaps this is a real book?

If so, the camera crews went to extraordinary efforts to match the location for the first shot in first video sequence — or is it the other way around? If the book was created as a prop for the ad, the stills of this scene for the book were clearly shot later in the summer than the filming of the driving sequences, as evidenced by the summer colors along the freeway and Sevenmile Hill, in the background.

A couple of quick cuts in the opening sequence along the historic highway show off a lovely section of Samuel Lancaster’s beautiful old road, featuring the artful stonework and remarkable effort to blend with the landscape that continues to make the Historic Columbia River Highway a “summer destination” for visitors from around the world.

Ah… you might want to slow down on this curve…

…or not… glad there’s a “professional” at the wheel…

Next, the still spotless Infiniti sedan makes another time-travel maneuver, appearing on the Rowena Loops, just to the east of the opening clip. This is one of the most photographed sections of the old highway for the purpose of selling fast cars, so an expected clip in this ad.

Clearly, he saw another squiggly arrow sign…

The next clip is back in geographic sequence, picking up the sedan as it passes another terrific Lancaster design feature: the graceful roadside viewpoint just below Rowena Crest. Though a bit sketchy for pulling off (especially with professional Infiniti drivers speeding by), this little overlook is one of the lovelier details along the historic highway.

Wait! Another view… point… eh… never mind.

The second ad ends up with another leap to the east, near Rowena, proper, just below the loops. The amazingly bug and dust free Inifiti zooms past a nice section of restored wooden historic highway guardrail before the commercial fades to text.

The shiniest car to ever visit Rowena?

Here’s the complete video for the second ad – another fun 30-second ride!

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Do these ads matter?

Beyond the welcome confirmation by Madison Avenue of the Gorge and Mount Hood as places of national park caliber (and generally assumed as such by most out-of-state visitors), these moments in the national spotlight have real benefits for our region. I tried a few web searches using the catch phrase from the ad, and found many queries and discussions from curious viewers trying to figure out where these ads were filmed.

A Google search for “Infiniti commercial” shows the waterfall spots to be popular

If ads like these translate into out-of-state visitors coming to experience the Columbia River Gorge and Mount Hood for themselves, it’s a big win for the local economy: visitors from outside our region spend much more than locals when they’re here, especially on lodging and dining.

That’s a good thing for the Gorge and Mount Hood communities, even if we can’t take credit for the free advertising — our breathtaking landscape gets star billing for that!